Marketers have failed to heed the warnings about rushing to embrace AI chatbots, with nearly three-fifths of Brits saying they have abandoned purchases due to poor or non-existent assistance, amid a growing frustration with automated tools.
New research from digital analytics platform Quantum Metric, ‘The support struggle: Bridging the digital divide’ explores Brits’ differing preferences around virtual and in-person customer support and the nation’s top customer service pain points and reveals that quality customer support is more important than ever.
When seeking virtual support, frustrations with AI and tech-powered customer support are clear; 40% of Brits state they would be willing to pay a monthly fee for human interaction, instead of using self-service and AI tools. In fact, two-fifths (42%) admit they are far ruder to chatbots than they would be to a human.
What is more, 54% feel their issues are only properly resolved when they speak to a real person.
When it comes to physical experiences, however, more and more consumers are using their own devices and in-store self-service support machines.
Over three-quarters (77%) of Brits prefer to search for answers online rather than ask a staff member in-store, and 44% say in-store technology has made the overall physical shopping experience more helpful.
The biggest cause of frustration for Brits when calling customer support is having to repeat the issue to multiple people (39%), closely followed by waiting too long to talk to someone (37%).
Preferences also vary by sector, with 42% of customers trusting in-person contact most when seeking help for banking or insurance. On the other hand, a similar proportion (43%) have more confidence in phone support for travel booking problems.
Quantum Metric chief marketing officer Efrat Ravid said: “Our research highlights the crucial need for brands to optimise both their digital and human-first customer support options, across physical and virtual channels.
“Poor support doesn’t just frustrate customers, it damages loyalty, which is the foundation of long-term brand success. With so many shoppers already holding a negative view of customer service today, businesses need to act now or risk being left behind.”
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